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Our task…
• Position Best Buy in UK
• Ensure idea spans a broad target audience
• Specifically explain the connection with Digital Natives (15’s to 25’s)
We must achieve…
• Aggressively steal market share from established UK retailers
• Build excitement around Best Buy’s arrival
• Encourage chatter (word of mouth)
• Drive footfall into the store
1981 1996 2009
The choices are multiplying
•Flat screen?•What size?•Sky or cable?•Is the video easy to use?•Scart input for my Mega drive?
•Size?•LCD or Plasma?•HD Ready?•How many HD inputs?•SCART input?•Surround sound?•Sky or Virgin or Freeview?•HD or standard box?•PVR?•Environmentally friendly?•Switchover-ready?
•Black & white or colour?•What size?•VHS or Betamax?
• Retailers take the fun away…
– It’s all about the price
– Littered with empty brand promises
“We Live Electricals”
“Don’t shop for it – Argos it”
“Every little helps”
“We won’t be beaten on price”
Little differentiation
White noise!
“Here to help”“Helping technology
live up to its promises”“We’re big, but we don’t
feel big”
Geek Squad
Highly trained staff
Play with tech
Mirrors home settings
No commission
No hard sell
Buying technology should be an enjoyable experience
just a part of the ecosystem engaged in“Speak Your Language”
experiential‘booths’
youTube(new product
reviews)
Blog/twitterexclusive
(industry news)
Reviews on Best Buy site
In store
Objective: Launch Best Buy in the UK
Issue: Consumers have lost faith in CE retailers
Insight: Everyone turns to someone for advice
Challenge: Convince people they can turn to Best Buy for help
Proposition: Best Buy speaks your language.